Westhill Marketing

Services we provide to promote your products, services or company image ...

	Market research
	Industry intelligence
	Marketing audit
	Competitive analysis
	Product and market mix and fit analysis
	Product specification and feature development
	Positioning for company and products
	Branding
	eBusiness development strategies
	Web page design or update
	Product launch
	Product success stories and white papers
	Product presentation
	Collateral development
	Advertising
	Press releases
	Trade show selection
	Sales channel design and development
	Key account development
	Sales force training

and many more ...

We provide services in support of your product, service or process business needs.  By determining company, product and channel fit to the market, we can assist with strategies and market mix elements needed, whether marketing collateral development,  effective viral marketing elements, trade show selection or influencing key industry people, then position and brand your products, services or processes within the key target markets using strategies that give you the best possible chance for success.

We define material for promotion, sales and sales training based on key product appeals so you don't waste too much ink.  Having a cohesive set of appeals, benefit statements and key features allows marketers, writers and sales people to develop collateral, web content and promotions using meaningful information.  We can develop material and write initial marketing and sales collateral sets.  Knowing key selling points early puts you salesperson in the lead.

Knowing the right sales channel is critical to success.  Testing channels is valuable for developing the best approach to market.  Early sales tool development activity can show how a sales organization can be effectively organized and can relieve pressure from a quota burdened sales force that must add new products to territories where established products are currently selling.  We can design and a prototype sales channel to use as a model for integration into your channel or to revamp an existing one.  With the rapid growth of the internet, adding eBusiness can increase effectiveness.

During product development and pre-release, having industry experts, technical gurus and key accounts aware and involved means credibility and early sales has a high probability for success.  It works and we can help.

Services

Plan your service offering with customer needs and appeals that will capture and hold customers for the long run.  Often services have elements that customers don’t see or touch, so you must add tangible elements and high touch feelings to the marketing mix.  Do it with care and planning to get the right results.  Keying on the service appeals generates thrust for promotion and sales.

Marketing

Positioning: Positioning in a complex market requires analysis, market direction, and a lot of gut feel from many people.  In a positioning exercise we take the time to evaluate markets, map the players, estimate the future of the industry and place our company and products in the position that will give optimum benefit in sales and profits.

Branding: Branding cements the product into position giving your product and service a unique identity that stands in the mind of the customer.  It allows you to avoid the traps of line extension which can be painful if not controlled, and creates pride within your organization that allows your people to promote and sell with confidence.

Appeals: One single word that totally describes marketing.  It's the key to how a customer relates to your company and your product.  How does your company and your products and services appeal to the customer?  Especially important for technology companies, connecting specifications and features using appeals statements that impress a desired image in the mind of the customer is selling — not doing it relies on chance.

Product Launch: With over 29 years marketing and sales experience and having released 15 products into major markets, our experience in new product development and release assures that your new products will have the best possible chance to fit into target niche markets.  No product makes it to market without many complex projects going on within your organization.  Then, all at once, everything must come together, align, focus on the market and move forward for good product launch -- it's not easy!  But, we've done it more than 15 times.  Our experience with product development and launch has developed dogmatic set of principals to drive that focused launch.  We can share that experience with your firm as either managing the product launch or as a consultant to your group.

Product Definition: Product market fit is the key to developing a product for the market.  If your product is defined with market fit and customer profiles in mind, chances for success are greatly increased.  If relying on technology to be the driving force in today's market -- good luck.  Knowledge of the customer’s needs, wants and the influence of critical factors for a new product along with positioning and market timing are key issues for new products.  We provide research and evaluation for best possible product feature set that will appeal to the target market.

Revamping: Once a product has served the market for a period of time, application pressures, market shifts and competition.  What are they? How do they affect the product?  How do you address changes?  Revamp the product or change market approach?  All these questions come into play.  Having extensive experience with product marketing issues allows us to provide research and consultancy to adjust the issues that need change, leave issues alone that aren't broken and focus sales efforts into productive areas.

Product Life Cycle: As a product goes through its life cycle, those changes necessary to keep it going are important.  We study the market, key issues and make recommendations for changes and adjustments.  When it is time for a product to end, we can help with ending strategies.  The best one, in our opinion, is to have the replacement already launched.

Market Research

Product, market and industry intelligence research gets relevant information for your company on market conditions, product features, services, industry influences and competition.  Here are some key elements:

   ·  Determine customer's attitudes toward specific appeals.
   ·  Determine key selling points that influence customer buying decisions.
   ·  Determine key features and benefits of potential products and services before investment and design dollars are spent.
   ·  Determine customer satisfaction with existing, competitive and proposed products and services.
   ·  Assess a important appeals, attitudes and values of a specific target market.
   ·  Assess trends that will influence future products, services and buying intentions.
   ·  Assess competitive products, services, strengths, weaknesses, niches, target markets, size and more ...

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